在广告跨文化传播中,国别文化元素的运用和表现至关重要,该文以获2010年纽约广告节金奖的《水墨篇》为个案,对其中所使用的具体的中国元素进行了直接意指和含蓄意指的分析,总结出了在跨文化传播中,中国元素在国际广告中的使用技巧,包括巧妙使用红色、追求水墨效果、中国元素的世界性语言演绎、以及价值观与广告元素的使用禁忌等。 In the cross-cultural transmission of advertising, the use and performance of the national cultural elements are of crucial importance. In this paper, the ink-and-ink chapter won the New York Festival of Advertising Awards 2010 as a direct case Refers to the analysis of meaning and meaning, summed up the use of Chinese elements in international advertising in cross-cultural communication techniques, including clever use of red, the pursuit of ink effect, the world language interpretation of Chinese elements, and values ​​and advertising elements Use taboo and so on.